The International Motorcycle Show Heads Outdoors For 2021

[Hugh Janus]

As the global pandemic and government regulations continue to call for restaurant owners, shop managers, and events teams to adapt on a seemingly weekly basis, one generally accepted solution has been to take things outside. Like many businesses, the International Motorcycle Show (IMS), an event that connects powersport brands with enthusiasts and buyers, is following that model by changing its normal convention-center setting to the outdoors.

The International Motorcycle Show takes the event outside. (Progressive IMS Outdoors/)

IMS SVP Tracy Harris announced that this latest adaptation is the “biggest evolution” of the event and will open up opportunities for attendees to participate in more demo rides, both dirt and road, as well as further allow for ebikes and emobility vehicles to play a “stronger role.” IMS Marketing Manager Meredith Loza elaborated that ebikes and emobility will have both an increased OEM presence as well as more demos as part of the “Discover the Ride” segment. IMS will also “reach out to those communities of people who are enthusiasts of micro-mobility or electrics to drive more new customers into the events and therefore into riding motorcycles,” she continued.

Ebikes will also have a stronger presence in the revised show. (Progressive IMS Outdoors/)

In addition to showcasing the latest motorcycles, scooters, ATVs, gear, aftermarket accessories, and previously mentioned ebikes, IMS will also feature overland and RV products to expand the “Adventure Out” segment and “thus welcoming potential and qualified riders into the industry,” the press release reports.

Bringing the event outdoors opens up the opportunities for more demos on four- and two-wheeled machines. (Progressive IMS Outdoors/)

Now, the number of motorcycle OEMs have not been solidified as of this report, but IMS did say that should be determined within the next 40–60 days. As they have in past IMS events, attendance from OEMs, aftermarket, and small space vendors will make up the event’s layout.

What’s a show without some exciting entertainment? (Progressive IMS Outdoors/)

IMS seems to have a lot of good things coming that make this a family friendly show as well. It will continue to have the kid zone with a children’s track, as well as an expansion on the preteen segment with motorcycles that fit that age group’s sizes. It has also relayed that it will be continuing the women-only track time on the “Discover the Ride” course, which IMS said was a successful component to previous shows. Loza stated that it will have a “festival vibe” with concerts by local bands, entertainment (such as custom and vintage bike shows), and riding demos for many different types of vehicles (on- and off-road, electric- and gas-powered, and two- and four-wheelers). The show said it is looking into organizing group rides to the event locations as well. These updates will help round out this revised industry get-together.

Making it family and new rider friendly. IMS will cater to young and new riders with various activities specific to those demographics like tracks, IMS' “Discover the Ride” segment, and ebike demos. (Progressive IMS Outdoors/)

COVID concerns? Informa, IMS' parent company, we were told by Harris, “has collaborated with association partners UFI (Global Association of the Exhibition Industry), AEO (Association of Event Organizers), and SISO (Society of Independent Show Organizers), industry peers, venues, suppliers, and relevant authorities to develop industry-wide AllSecure standards that raise the bar on safe, hygienic, productive, and high-quality organized experiences. The enhanced measures developed provide the highest levels of hygiene and safety at its events providing everyone with reassurance and confidence they are participating in a safe and controlled environment. All Informa events will be run according to official government and local authority guidance in the first instance, as well as any venue or location-specific regulations. In addition, all Informa events will follow the 10 Informa AllSecure priority commitments. Wherever applicable and possible, our events will also apply the fuller range of standards and guidelines described in the Informa AllSecure guidebook.” Whether or not capacity is limited will really come down to the actual venues, Harris stated. Right now, IMS is looking at “very large outdoor venues to accommodate a significant amount of people in a safe way,” Harris continued.

Pricing, location, and dates for next year’s events are yet to be determined. (Progressive IMS Outdoors/)

Locations and dates have not been determined, but the team did give us an idea that in order to avoid any adverse weather conditions at the locations, they aim to hold the events between the months of May and September 2021 in a number of cities across the US. The schedule will be released early December, so be ready to block out some three-day weekends as IMS said, for now, the events will be held during Friday-Sunday time frames. Ticket pricing is yet to be determined.

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